This study explores the alignment between IT/IS and marketing from a strategic perspective. The heads of IT and marketing of eighteen large New Zealand companies were interviewed, and their assessments of alignment rated according to two constructs: strategic orientation, and market orientation. The strategic orientation dimensions were aggressiveness, analysis, defensiveness, futurity, proacti...

This paper addresses the challenge of measuring alignment. Two different approaches are developed: one based on seven dimensions of strategic orientation; and one based on eight dimensions of market orientation. A formula is developed for the calculation of alignment. The formula is applied to a survey of 175 large New Zealand companies. Analyses of the results suggest overall similarity betwee...

This study intends to propose a modern model in the field of human resources (HR) strategic management through designing human resources&rsquo competence framework. Based on this strategic orientation of organization on human resources management system has been investigated considering the mediating role of competence approach in Central Bank of the Islamic Republic of Iran. In order to implem...

Survival in today’s dynamic environment requires organizations to have superior performance compared to competitors. In order to achieve this superior performance, this study aimed to examine the effect of both strategic orientation and innovation on organizational performance. It also examined whether innovation acted as a mediator between strategic orientation and organizational performance. ...